Had a great conversation (and lunch) with Chris and one of our local agency partners today - Brainstorm. Bart is a great guy and has valuable insight into some verticals that might be some of the biggest potential business bloggers in the near future -- both ecommerce, education, manufacturing and non-profits are a few of the verticals that they have mastered.
One of the things we talked about today was how your customers describe your problem and how much this mattered. I guess being back into an Indianapolis start-up where there are "no rules" I forget all of the legal tape of large companies and forgot how you sometimes have legalities that prevent you from referring to your product in a certain way. Think: cotton swabs, tissues, flexible bandage strips. Bart's example was a bit different as it wasn't so much about trademark infringement as potentially tarnishing a national brand with using a slang term; but equally as interesting. Not that QTips are really flying off the online shelves (although, www.drugstore.com might argue with me?) I bet that QTip is searched much more often than the generic term, cotton swab...so stick with me on this example.
The point is -- just because you don't want to be known under a certain term, you will be. It's like being called your older siblings' name all your life (not that I speak from personal experience...). Anyways -- remember your customer and your searcher...forget your brand and how you describe yourself. As long as you can solve their problem or adequately substitute what they are searching for (Ted's Cotton Swabs for QTips) then you need to be there in the organic search results for EVERY single term that is relevant to your business. Business blogging is one of the most effective ways to do just this --- win hundreds of search terms and cast a wide net to have the most chances to convert online searchers into your next paying customer.
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